Utilizing a proper search engine optimization strategy is key to online marketing success. However, according to a recent Search Engine Land article, several common mistakes sometimes crop up when marketers are implementing their SEO plan. Google leader Matt Cutts recommends businesses avoid missteps by focusing on effective keywords.
The two cornerstones of solid SEO is providing quality content for people to read and injecting that copy with the right keywords. According to a separate Search Engine Land article, spending time on researching key terms may help ensure SEO success. Using a research tool such as Google AdWords can assist a marketer with selecting the best keywords for the industry. A business may also want to consider using more specific terms instead of generic ones to target a specific market. According to Search Engine Land, specific keyword use is responsible for the bulk of sales in ecommerce industry.
Finally, when using keywords, a marketer may want to consider the way people browse online. A marketer may want write "How to build a fire," as opposed to "build a fire" because the former phrasing is more likely to mirror the order of terms people will use when conducting a search. SEO practices that use strong keywords will generate more traffic to a B2B's website and lead to increased sales.